We can use four keyword match types for PPC campaigns: 1. Broad: Display your ad if your Keyword is anywhere in the Search term 2. Phrase: Displays your ad only if Search Term and Keyword are in the same order 3. Exact:  Displays your ad only if the Search Term exactly matched with the Keyword 4. Negative: Your ad will not be displayed if a negative Keyword is included in a search term. These keywords help us control broad and phrase match keywords. We can use Negative keywords in all Broad, Phrase and Exact match types. Glossary Search Term: word used by the user Keyword: word bid on by the advertiser The grid below will help you understand the various terms used by the top three search engines: Read more...